“Traditional” social media marketers take note: If you haven’t yet found yourself up against identity, information, and analytics services companies – you will. And you need to be ready or you will NOT be able to compete.
The trend toward big data, real-time insight and security being tied closely to businesses’ promotional efforts is inevitable. The Internet of Everything is upon us and although it’s the bastion – and luxury – of the big boys (and girls) right now, each day it inches closer to being accessible to SMBs – your bread and butter, small to medium-sized marketers – and then what will you do?
I don’t have that answer for you, specifically, beyond encouraging you to specialize in other unmet areas, but I DO have plenty of incentive to encourage you to figure out said specialization! And what sort of encouragement is that? Well, it’s your future competition, sad rabbit.
Case in point: Neustar. This place is the first real-time provider of cloud-based information services and data analytics, enabling marketing and IT security professionals to promote and protect their businesses. It operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real-time, one customer interaction at a time.
To sum up: Neustar is bascially next level EVERYTHING. And it just ramped up its digital team to better reach marketing, security and operations leaders.
The team is led by CMO Lisa Joy Rosner, and she just brought on Todd Wilms as Neustar’s new VP, Digital, and Angela Culver as the new VP, Brand.
Culver is a marketing executive with the extensive experience helping organizations use data to fine-tune their marketing operations and creative output – resulting in overall increase in brand equity. She joins Neustar from ACLynn, a boutique marketing consulting firm that she founded in 2004, with clients that included BroadVision, HP, iFusion and most recently URUUT.
Wilms, brand evangelist, keynote speaker, Forbes contributor AND, most recently, SAP’s Head of Social Business Strategy, led the charge in establishing SAP as a social business, transforming its marketing direction from “helping sales sell” to “helping customers buy.”
I asked Wilms about the transformation taking place at Neustar – and to elaborate a bit on how that looks.
Wilms: “Here is a story of a company who five years ago looked out to where the market was heading and saw a bigger role for data to help business leaders connect their brands to their audiences.
This idea of brand transcends beyond just the CMO – it is sum total of your interactions across all of your audiences. So now, brand matters to your CIO and your CTO. They care about protecting the brand experience. CMOs need to personalize that experience. They need accurate and actionable data and analytics to do that.
Neustar acquired seven companies over the last three years to tell that story. Our visionary CEO – Lisa Hook – brought CMO Lisa Joy Rosner to do just that. Now is the smart time to articulate that vision in the market.”
When asked how he hopes to help client companies transform as well, Wilms said, “We are seeing more personalized brand experiences in the market. We used to be amazed when our shopping cart recommended products because the data told the story of how other people bought similar products.
Now that is table stakes.
We are quickly evolving to a place where the brand can now synthesize that data and more fully understand our needs and craft a truly personal experience. My experience with a major online retailer will be wholly different than yours. That brand to you and that brand to me can mean drastically different things.
My dream job means that not only can we share this trend, but we get to find media opportunities for brands to tell their version of this story and what is means to them – and how they secure and personalize the brand experience for their audiences.”
There’s really no way small marketers can compete with such a package.
But why worry about THESE folks, specifically, small marketer? I’m not saying you should – but you should worry about what will happen three years from now. Smaller analytics/marketing hybrids are bound to pop up to scale, because it’s the smart thing to do – and THEY should worry you, because they will compete with you for clients. And they will win.
Are you thinking a few years ahead for your consultancy, as Neustar consistently does? Following the lead of larger companies and preparing for emerging trends is what separates small businesses that survive from those that don’t – so get on it!
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